A Study On Digital And Omni-Channel Marketing Strategy Of Luxury Industry

With the development of the era,science and technology are constantly changing people's living habits,people's consumption concept and behaviors are undergoing profound changes.The Internet has revolutionized every aspect of our human life.With the rise of the digital age,the opportunities and channels of brand management for enterprises have leaped to a new level.In the digital environment,brands have their unique ways to be understood by the public,and their effective brand strategies and brand communication methods are also enriched.Digitization,especially social media,has profoundly changed People's Daily behavior,become an indispensable part of our daily life,and also profoundly changed the way enterprises conduct brand marketing.Omni-channel marketing combined online and offline has become an important way for luxury brands to carry out marketing,serve customers and reflect brand value.Starting from a series of concepts of digital brand marketing management,the first three chapters respectively compare the traditional digital media brand management and brand marketing management,the historical background and the reason of digital brand management rise,and one by one,this paper expounds the whole concept of marketing channels,digital channel marketing relationship with luxury brands,and luxury brand's Omni-channel marketing objectives.Chapter four applies the quantitative research method and the actual survey results to illustrate the status quo of digital omni-channel marketing of luxury brands and reveal the deficiencies of omnichannel marketing of luxury brands.Chapter five elaborates the main strategies and improvement directions of realizing digital omni-channel marketing for luxury brands.Chapter six is the summary and suggestions,which summarizes the specific content of the research carried out in this paper,proves the practical significance of the discussion and its contribution to the academic community,and points out the future research direction and existing shortcomings of this research.The main conclusions of this paper are as follows: As millennials have become the main group of luxury consumers(online channels are the main channels for the Millennials to learn about brands)and word-of-mouth marketing has promoted the development of brand online communities,Omni-channel marketing has become an inevitable and important challenge for luxury brands.However,there are still many deficiencies in the practice of Omni-channel marketing for luxury brands.These include: The service standards for online and offline are not consistent;Not being able o integrate online and offline processes seamlessly;and not being able to provide personalized services.In the digital era,luxury brands not only need to use digital marketing to "tell brand stories",but also need to break through digital communication channels with traditional offline channels,to achieve online + offline integration,tracking and managing consumer activities,which is called Omni-channel marketing.It enables consumers to get the consistent value of luxury brands when contacting every touch-point of luxury brands,so as to maintain the position of luxury brands in the consumers mind.